Chanel Brand analysis

Chanel

 

Background:

Chanel was founded by Gabrielle Bonheur “Coco” Chanel who was pioneer in French fashion designing market. She puts all her into bringing the Chanel brand.

 

International Business:

Chanel is widely used brand by people from all over the world. It’s immensely popular in Europe and America.

 

Target audience:

It targets both male and female audience aged from 18 to 40 years old. They target people who loved fashion and want stand out from others. Those who buy products from a high quality brand. It attracts who are earning substantial amount of money. Rich and upper middle class people are attracted to it. They target people around the world.

 

Products:

Their products are marketed differently for men and woman. Below products are explained based on gender.

 

Woman’s product:

They produce different sorts of hand bags, dress, shoes, jewelleries, bikinis, skin cares, make-up and perfumes for ladies. N⁰5 is a scent which comes in perfume bottle and perfume purse spray.  It’s the most famous fragrance from Chanel. Some of other perfumes from them are Coco Mademoiselle, Chance Eau Fraîche, Chance Eau Tendre, Coco Noir, Allure Sensuelle, Cristalle, Cristalle Eau Verte and N°19 Poudré.

 

Men’s product:

Their men’s section includes watches, perfumes, jewelleries, shoes and dress etc. Some of their perfumes are Blu de CHANEL, Allure Homme, Allure Homme Sport, Allure Homme Édition Blanche, Pour Monsieur, Antaeus, Égoïste and Platinum Égoïste. Most of them comes in perfume bottles and spray. Some of the fragrance is used in after shave as well.

 

Price:

Product Price
Eau De Toilette SprayAnd bottle £45 to £140
After shave £29 to £80
Chanel Dress Starts from £250
Chanel Watch Starts from £1,000

Marketing Activity:

Chanel spend huge amount of money in their campaign. In 2011, it spent £3.2 million in Blu De Chanel ‘Be Unexpected’ campaign. Most of their advertisements are placed on Television channels and lifestyle magazines.  They also do huge amount internet advertising using for example Google AdSense and Perfume shops etc.  They use biggest and emerging celebrities as their brand ambassador.

 

Strength:

High quality of the product force people to buy as a demandable brand. Rich people are the main consumers of this brand who buy a lot of products they don’t even need. If the brand loyalty is established, the selling is increased automatically. Founder of the Brand is iconic person. It took the brand into top level.

 

Weakness:

Except perfumes, most of its products are not hugely consumed. It may results into low profit. The brand spends huge amount of money in advertising in Television and Magazines. These media are losing viewers every day. As it’s a high value brand, products are sold in very specific and fewer numbers of shops.

 

 

 

Opportunity:

The brand could create specific products for retired senior citizens. It will enlarge their market. As advertising in TV and Magazine is getting less attention, they could advertise less and use some public relation campaigns.

Threats:

Economic downturn is making people to buy less. Number of sales will be down in great extent. Competition has been increased in the market. Reputation of founder is fading every year which may disconnect loyal customer of this brand. Unavailability of products may result to customer shifting to another brand.

 

Reference:

1. http://www.chanel.com/en_GB/

2. http://www.slideshare.net/082011341/lee-brand-analyses-presentation

3. http://www.theperfumeshop.com/fcp/content/chanel_ladies/content?_$ja=kw:Chanel+Perfume|cgn:Chanel+Perfume|cgid:4074261763|tsid:31869|cn:The+Perfume+Shop+-+UK+-+PN+-+Phr+-+Eng+-+SE+-+Chanel+-+Promo+Products|cid:76437043|lid:12651640|mt:Phrase|nw:search|crid:14219653123&gclid=CKiNlJ6GjLMCFSTKtAodDVcAwA

4. http://www.keynote.co.uk/market-intelligence/view/product/10522/men%27s-toiletries-%26-fragrances

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